What Are The Most Effective Way to Market Accounting Services: A Proven Framework
Marketing accounting services successfully in 2025 means combining strategy, automation, and trust-building—always tailored to your target audience. Whether you’re seeking small business owners, high-net-worth individuals, or specific industries, these steps will help you attract, convert, and retain the right clients.
1. Nail Your Niche
Why: Specialists grow faster and command higher fees.
How:
- Focus on a specific audience – such as medical professionals, eCommerce businesses, trades, or farmers.
- Tailor your website, service offerings, and marketing language to address their unique needs and pain points.
- Use case studies and testimonials from similar clients to reinforce your expertise.
Example: “Accounting for trades” or “Tax planning for medical practices” are more compelling than generic messaging.
2. Build a Strong Online Presence
Why: Prospective clients almost always Google you first.
Tactics:
- Google Business Profile: Optimise for local SEO so you appear in searches like “accountant near me” or “tax accountant [your city]”.
- Professional Website: Ensure your site is modern, mobile-friendly, and includes clear service descriptions, testimonials, and calls to action.
- SEO: Use relevant keywords (e.g., “small business accounting services”, “bookkeeping for startups”) in your site content and metadata.
- Schema Markup: Add structured data to help Google understand your services and display rich results.
- Analytics: Use Google Analytics 4 to track visitor behaviour and refine your marketing.
Tip: With BOMA’s managed website packages we can build you a new website built from scratch or update your current website to ensure it looks modern and professional.
3. Use Content Marketing to Build Trust
Why: Accounting is a trust-based business – content demonstrates expertise and builds credibility.
Tactics:
- Email Newsletters: Share timely tax updates, tips, and industry news to stay top-of-mind.
- Blog Posts & Articles: Cover topics like tax deadlines, compliance changes, and business strategy.
- Video Content: Short, helpful videos on LinkedIn, YouTube and Instagram can simplify complex topics and boost visibility.
Tip: The BOMA platform comes with country specific content libraries which are packed with customisable articles on topics including tax, compliance, technology, management and strategy, HR / people etc. Articles can be shared via email, social media channels and your website as a blog.
4. Ask for and Use Social Proof
Why: Testimonials and case studies increase trust and conversion rates.
Tactics:
- Request Google reviews after positive client interactions.
- Share client stories and testimonials (with permission) on your website and social media.
- Develop case studies or “before and after” stories to showcase real results.
5. Leverage Referral and Partner Networks
Why: Word of mouth remains the #1 source of new clients for accountants.
Tactics:
- Build relationships with lawyers, financial advisors, and industry associations for mutual referrals.
- Reward existing clients who refer new business.
- Co-host webinars or create joint content with strategic partners to reach new audiences.
6. Use Paid Ads Strategically (Optional)
Why: Paid ads deliver quick visibility, especially during key seasons like tax time.
Tactics:
- Run Google Ads targeting specific services (e.g., “GST returns Sydney”, “accountant for tradies”).
- Promote downloadable guides or checklists to grow your email list.
- Use retargeting ads to stay top-of-mind with website visitors.
- BOMA’s team can advise on best practises and run ad campaigns on your behalf with our managed marketing service.
7. Focus on Retention Marketing
Why: Retaining a client is 5–7 times more cost-effective than acquiring a new one.
Tactics:
- Send regular updates, reminders and client-only content via email.
- Offer exclusive webinars or planning sessions for existing clients.
- Automate touchpoints for birthdays, year-end planning, or business milestones.
- Use BOMA’s email platform to send regular updates, reminders.
Bonus: Use Automation and Analytics
Why: Automation increases efficiency; analytics drive smarter decisions.
Tactics:
- Use marketing platforms like BOMA, HubSpot, or Mailchimp to automate campaigns and segment your audience.
- Track open rates, clicks, and conversions to continually optimise your efforts.
- Segment your communications by client type, industry, or service needs for greater relevance.
Tip: BOMA is the only marketing platform designed specifically for accountants and includes country specific content libraries.
Summary: Best Marketing Strategies for Accountants
Step | Why It Works | Key Tactics |
| Nail Your Niche | Higher fees, faster growth | Specialise, tailor messaging, use case studies |
| Strong Online Presence | First impression, SEO leads | Google profile, website, SEO, analytics |
| Content Marketing | Builds trust, educates clients | Newsletters, blogs, videos, automation |
| Social Proof | Increases conversion, builds trust | Reviews, testimonials, case studies |
| Referral Networks | #1 source of new clients | Partnerships, rewards, co-marketing |
| Paid Ads (Optional) | Quick, targeted visibility | Google Ads, retargeting, lead magnets |
| Retention Marketing | Cost-effective, boosts loyalty | Email, webinars, automated touchpoints |
| Automation & Analytics | Efficiency, data-driven improvements | Campaign automation, tracking, segmentation |
Final Thoughts
The best way to market your accounting firm is to specialise, show up where your ideal clients are searching, build trust through valuable content, and nurture relationships – using automation and analytics to scale what works. Tailor every step to your audience, and you’ll stand out in a crowded market. With BOMA’s marketing platform built specifically for accountants, you can focus on what matters most: delivering value to your clients and growing your practice.
